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McDonalds has had a few flops on their menu over the years. None was more costly than the Arch Deluxe fiasco of 1996. McDonald's marketed the sandwich as an adults-only burger. A very odd $100-million advertising campaign was launched to emphasize the point. Commercials featured kids who didn't want anything to do with the burger. (Some even said it was yucky.) Surveys showed the bizarre ad campaign was turning off potential customers from all demographic groups. Moreover, the Arch Deluxe was the highest priced burger on the menu, which did not help sales either. McDonald's then tried to salvage the burger with a more traditional advertising approach: This time the commercials showed McDonald's icon Ronald McDonald enoying the burger while doing adult activities, such as playing golf. It was too late, though. Even coupons allowing people to buy the burger for just a dollar failed to save the Arch Deluxe from extinction. McDonalds discontinued the sandwich in 1997.